AT&T recently launched a new commercial, titled “Paper Dolls” from BBDO ad agency and director Noam Murro.
“Paper Dolls” commercial shows orange paper dolls family, where father character traveling throughout the country. This lonely doll travels through the airport and spends the night in a motel. Father connects with his family via mobile phone as he receives picture and video messages throughout his travels. In the end of the spot, we see the father look to another video message and at this point hundreds of paper dolls unfold from him, extending across the country and using the AT&T network lonely doll become instantly connected to his family.
Symbolic the chain to AT&T paper dolls shows that you are never too far from home and family as long as it has AT&T coverage, which the telecom giant continues to insist takes care of 97% of Americans.
Even without a face or a specific character in the piece, the business traveler could easily sympathize with the narrative. It’s just a refreshing way to depict John or Jane Doe in a TV spot.
Advertising Agency: BBDO NY, USA
Chief Creative Officer: David Lubars
ECD: Greg Hahn, Ralph Watson
Copywriter: Peter Alsante, Matthew Zaifert
Exec Producer: Diane Hill
Exec Music Producer Melissa Chester
Production Company: Biscuit Filmworks
Director: Noam Murro
Edit: Bikini Edit
Editor: Avi Oron
VFX: Animal Logic
Sound Design Audio Engine
Mixer Rob Diffondi
Original music: The Ski Team
Music composer: Donny Dykowsky